Businessweek: Moving from mass media to my media

This end of October Businessweek story lays out why RSS can’t be ignored by media companies: “While Web sites have long sent promotions and news alerts to their visitors, RSS takes things to a whole new level by giving consumers much more control over what they see and how often they see it. “We believe the world is moving from mass media to ‘my media,”‘ says Daniel L. Rosensweig, chief operating officer at Yahoo Inc., which last month began testing feeds to the 20 million subscribers of its My Yahoo service.”
A good piece to explain the basics–for yourself, or a friend/colleague.